“Forever King” – LeBron James dominates sneaker legacy with dramatic Nike LeBron XXIII drop | NBA News
LeBron James is still making headlines in 2025, not for his play on the court but for his partnership with Nike. On Monday, the Los Angeles Lakers star teamed up with the sports giant to unveil a dramatic hype video for his new sneakers, the “LeBron XXIII.” With a crown on his head and a fierce look, James delivered a message that echoes his title as “The Forever King.”
LeBron James and Nike unveil dramatic hype video for LeBron XXIII on Monday in Los Angeles
On Monday, September 1, Nike Basketball released a powerful hype video for LeBron James’ upcoming sneakers, the “LeBron XXIII.” With James appearing in the dramatic video, the revealing took place in Los Angeles, California. The Lakers forward is seen wearing a crown with a fierce expression; a scene aimed to emphasize his position as “The Forever King.”Nike contributed to the excitement around the shoe’s launch by spreading the campaign across its official social media channels. According to ESPN, this edition of the LeBron sneakers could be the final pair James wears while still playing in the NBA. That fact has fueled speculation, as James is entering his 22nd season and has hinted at retirement in the near future.The 40-year-old has compiled one of the most amazing resumes in basketball history. With 42,184 points, he is the all-time top scorer in the league, a four-time MVP, and a 21-time All-Star. This moment has greater significance because of his new shoe release and continuing career.
How LeBron James guards his legacy as Los Angeles Lakers shift and why the “Forever King” message hits
The timing of the hype video is notable. Just weeks earlier, in July 2025, the Lakers front office, led by general manager Rob Pelinka, shifted its roster toward a younger core. Luka Doncic signed a $165 million extension on July 22, officially becoming the face of the franchise moving forward. The Lakers also added DeAndre Ayton, Marcus Smart, and Jake LaRavia, while losing Dorian Finney-Smith in the process.James, who joined the Lakers in 2018, now faces an uncertain path. While he has pushed for the team to stay in win-now mode, Los Angeles has prioritized future cap space and flexibility. This raises questions about whether James will stay with the Lakers after the 2025–26 season.On the Locked-on Lakers podcast, analysts pointed out the possible meaning of LeBron’s message. The phrase “The Forever King” could reflect his unwillingness to hand over the crown, even as Doncic takes the spotlight. James has long been known for shaping the league’s “Player Empowerment Era,” where stars gained more influence both on and off the court.Also Read:Michael Jordan set to support Bill Belichick’s debut as North Carolina Tar Heels head coachAs Nike’s official announcement explained, the LeBron XXIII sneakers symbolize not just performance but legacy. With his career nearing its final chapters, the hype video suggests James is sending a reminder: while new faces may rise, his reign is not yet over.
